Apple is turning 50. David Pogue’s new book tells its history.

Apple’s transformation from a niche hobbyist project into a global tech giant hinges on a consistent fifty-year mission to put advanced technology into the hands of everyday people. While Steve Wozniak originally intended to give away the Apple I design for free, Steve Jobs recognized its commercial potential, leading to the company's formation alongside a little-known third founder, Ron Wayne, who famously relinquished his 10% stake after just twelve days. The company’s survival was not always guaranteed; during Jobs’s eleven-year absence, Apple suffered from internal "fiefdoms" and a bloated product line of fifty indistinguishable computer models. Upon his return, Jobs executed a historic turnaround by slashing the product catalog to just four items and consolidating twenty-two conflicting ad agencies into one. This radical focus on simplicity and beauty remains the core ethos of the company as it approaches its fiftieth anniversary under Tim Cook’s leadership.